- 期刊
代言人性別、族裔、與類型對女性消費行為之影響
How Do Female Consumers React to Endorser's Gender, Ethnicity, and Type?
摘要
本研究旨在探討廣告代言人的選擇對於女性消費者產品態度和購買意願的影響。本研究針對代言人的性別、族裔與類型，進行準實驗設計與操弄，採2（男性vs.女性）×2（西方面孔vs.華裔面孔）×2（運動員vs.演員）受測者間測試，透過多變量共變異數分析驗證假說。研究結果發現，對女性消費者而言，男性運動員代言人的效果大於女性運動員。比起男性演員代言人，選擇男性運動員代言人更有助於提高購買意願。再者，當代言人為女性時，西方面孔會比華裔面孔帶來較佳的產品態度，而當代言人為演員時，男性華裔面孔代言人比男性西方面孔帶來較佳的產品態度。本研究依結果進行討論並提出實務意涵。
並列摘要
This research aims to examine the effect of endorser's gender, ethnicity, and endorser type on female consumers' product attitude and purchase intention. This study conducts a between-subject 2(male vs. female endorser)×2(Western-look vs. Eastern-look)×2(actor vs. athlete) experimental design to test hypotheses about the interaction effects amongst the manipulated variables using MANCOVA. Findings show that male athlete endorser could bring forth higher purchase intention than female athlete endorser did. Despite of the insignificant influence of female athlete and female actor endorser on purchase intention, using male athlete endorser, juxtaposing with using male actor endorser, is more likely to increase purchase intention. Moreover, female endorser with western-look rather than eastern-look is found to yield more positive product attitude. Interestingly, no interaction effect between endorser gender and ethnicity is found when the endorser is an athlete; notwithstanding, male endorser with eastern- look is found to generate higher product attitude when the endorser is an actor. This research concludes with discussion of the findings and marketing implications.